The first Provigo Le Marché? store in Québec opens in Sherbrooke

Hundreds of products from the Eastern Townships are added to the
banner's wide assortment of food products from Québec

SHERBROOKE, QC, July 18, 2013 /CNW Telbec/ - (TSX: L) - Coinciding with the beginning of harvest season, the first store
operating under the new Provigo Le Marché banner was inaugurated
Thursday morning in Sherbrooke. Local elected officials, growers and
vendors as well as enthusiastic customers and members of the Provigo
management team were gathered in a festive atmosphere for the occasion.

The new 4,000 m2 store, located at 55 Jacques-Cartier Boulevard South (at the corner of
King West), combines Provigo's rich history along with its roots
originating in Sherbrooke with the innovative Provigo Le Marché
concept. In addition to nearly 90 full-time and part-time jobs being
created in-store, the construction project was awarded to many local
businesses.

Provigo Le Marché offers an expanded range of Québec products, including
hundreds of fresh and grocery products from Eastern Townships growers
and food businesses. In addition to a broad assortment of fresh
products, including 100 varieties of organic produce, and a wide
selection of sustainable seafood, this store offers several innovative
products, including beef aged in-store, smoked meat prepared in-store,
bagels baked on the premises, a sushi bar, and an amazing 12 foot high
wall of cheese featuring over 300 Québec cheeses. The alcoholic
products aisle has the largest selection of Québec craft beers and
ciders offered in a supermarket anywhere in the province. The store's
new expedited checkout solution, as well as its sleek design and unique
atmosphere, makes for an exceptional shopping experience.

"Our team has been hard at work for several months, and we've long
dreamed of the day we'd have the pleasure to finally meet and serve our
customers," said Provigo Le Marché Store Manager Guy Turcotte. "My team
and I are inviting Sherbrooke residents and the many tourists visiting
the region this summer to come visit us to discover our wide range of
fresh products and local flavours and experience the quality service
our knowledgeable staff will provide to customers."

"Provigo's purpose is to help Quebecers live life well by nourishing
their joie de vivre. Our brand-new Provigo Le Marché store in
Sherbrooke embodies this mission in all respects," said Pierre Dandoy,
Senior Vice President, Operations, Provigo, Provigo Le Marché and
LoblawsTM Québec. "It was only natural that the revival of the Provigo banner in
Québec would begin in Sherbrooke, the same city that saw our co-founder
and first president, Mr. Antoine Turmel, grow up."

Guy Turcotte and his team donated $2,500 each to the Fondation Rock
Guertin and to the La Grande Table local charities. Respectively
represented by Denis Fortier and Guillaume Tousignant, the two
organizations thanked Provigo for supporting them in their community
involvement and looked forward to an ongoing collaboration between
Provigo Le Marché and their organizations.

Provigo also used the opening of its new store to unveil a major program
of partnerships and sponsorships in the Sherbrooke area. This program
includes a partnership with the University of Sherbrooke's Vert & Or,
the Sherbrooke Phoenix—a Major Junior hockey team, as well as the Fête
du Lac des Nations, which is currently in full swing near the Cité du
Parc.

About Provigo Le Marché, a member of the Loblaw group
Provigo Le Marché™ is a member of Loblaw Companies Limited, a subsidiary of George Weston
Limited, Canada's largest food retailer and a leading provider of
drugstore, general merchandise and financial products and services.
Provigo Le Marché™ delivers an exceptional shopping experience through knowledgeable and
engaging colleagues, unmatched fresh offerings, and innovative, high
quality products at good value. Among the stores' diverse offerings are
a wall of cheese with hundreds of varieties, a wide assortment of
seafood, organic produce, and fresh local bakery items. Customers
shopping at Provigo Le Marché™ will also have access to Canada's strongest control (private) label
program, including President's ChoiceTM and no nameTM brands. It also offers President's Choice Financial® Services and the PC® points.

About Provigo, a member of the Loblaw group
Provigo is a member of the Loblaw group, one of the largest private
sector employers in Québec and Canada's largest food retailer. The
Loblaw group employs nearly 30,000 people in the province of Québec
through its 400 corporate, franchised and affiliated stores operated
mainly under the Provigo®, Maxi®, Maxi & Cie®, Loblaws®, Club Entrepôt Provigo® and Les Entrepôts Presto® banners. The Loblaw group also offers Canada's strongest control
(private) label program, including the President's Choice®, no name® and Joe Fresh® brands. In addition, it makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program.

SOURCE Loblaw Companies Limited

Image with caption: "Baguette cutting in Sherbrooke at the official inauguration of the first Provigo Le Marché banner store in Quebec. On the picture: Guy Turcotte, Provigo Le Marché Sherbrooke Store Manager, accompanied by Provigo, member of the Loblaw group management and local elected representatives. (CNW Group/Loblaw Companies Limited)". Image available at: http://photos.newswire.ca/images/download/20130718_C8391_PHOTO_EN_29126.jpg

For more information or to schedule an interview or a store visit, members of the media are invited to contact:

Hugues Mousseau Provigo, a member of the Loblaw group 514-945-8358 pr@loblaw.ca

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